The Communications Group helped an agriculture client enhance their social media presence, leading to a significant boost in engagement and brand awareness.
The Arkansas Soybean Promotion Board (ASPB) is dedicated to promoting and supporting the soybean industry within the state of Arkansas. As a vital sector contributing to the state's economy, the soybean industry encompasses farming, research, and market development. The ASPB's mission is to provide resources, education, and advocacy to ensure the success and sustainability of Arkansas's soybean farmers. By funding research and promoting soybeans through various programs, the ASPB aims to enhance the profitability and global competitiveness of Arkansas's soybean industry.
Prior to this initiative, the Arkansas Soybean Promotion Board was not very active on their social media channels. Despite having established accounts, there was no true structure or strategy for posting, resulting in minimal engagement and interaction. The board recognized the need for a comprehensive social media strategy to better connect with their audience and amplify their message.
Despite having a presence on multiple social media platforms, the Arkansas Agriculture Department faced challenges in engaging their target audience. Their content was not resonating effectively, resulting in low engagement and minimal interaction. They needed a comprehensive strategy to revamp their social media approach and connect more effectively with their audience.
The Communications Group began by conducting a thorough analysis of the ASPB's current social media strategy and audience engagement metrics. This research revealed key insights that informed the development of a tailored social media plan.
To revamp the content, we created fresh and engaging material that was visually appealing and relevant to the audience's interests. This included high-quality images, informative videos, and interactive posts designed to captivate and inform. This content creation included creating two video series under the "Field to Film" banner.
The first series, Featured Research, is designed to appeal to soybean producers by showcasing the latest research projects funded by their check-off dollars. This series highlights innovative advancements and practical applications that benefit soybean farming, keeping producers informed and involved in the research that supports their industry.
The second series, Career Snapshots, aims to inspire high school and college students to pursue careers in agriculture. This series features a wide range of agricultural careers, from farmers and conservationists to marketers and scientists. By highlighting the diverse opportunities within the industry, we hope to encourage the next generation to explore and engage in the exciting and vital field of agriculture.
We implemented a consistent posting schedule to ensure regular engagement with the audience. Posts were timed strategically to maximize visibility and interaction, leveraging data on when the target audience was most active.
Optimization of each social media platform was also a priority. We enhanced user experience and improved content discoverability by updating profiles, utilizing platform-specific features, and effectively using hashtags and keywords.
Furthermore, we actively engaged with the audience by responding to comments, messages, and mentions. We encouraged user-generated content to foster a sense of community and loyalty, creating a more interactive and vibrant social media presence.
The new social media strategy led to remarkable improvements in the AAD's online presence. Over a period of six months, we achieved a 200% increase in engagement with the target audience. This surge in engagement was evident through higher likes, shares, comments, and overall interaction with the content.
Additionally, the ASPB saw a 150% increase in followers across all social media platforms, which further amplified their reach and brand visibility. The optimized content and strategic posting schedule also contributed to a 75% increase in website traffic, driven by social media referrals.
These results not only boosted the ASPB's social media presence but also reinforced their position as a leader in the agriculture industry. The Communications Group continues to work with the ASPB to refine and expand their social media strategy, ensuring sustained growth and engagement in the future.
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